Survey: Germany's rosé wine sales developed positively


Rosé wines enjoy great popularity not only in Germany, where they had a stable market share of twelve percent of wine purchases last year, but all around the world.

A survey by the German Wine Institute (DWI) of its international Wines of Germany agencies has shown that rosé wine sales have developed extremely positively in many important export markets in recent years.

For example, rosé wine sales in the USA, the most important export destination for German wines, started at a low level then increased by around 118 percent between 2015 and 2020. There is also a clear trend towards higher-quality rosé wines. Similar to Germany, rosés in the USA are no longer perceived only as summer wines, but are increasingly consumed throughout the year.

In Great Britain, rosé wine sales increased by 22 per cent last year, according to the Wine and Spirit Trade Association (WSTA).

Significant sales increases

The Nordic countries also reported significant sales increases in the rosé wine segment. In Norway, rosé wine sales grew by 13 percent overall last year compared to 2020, and rosés from the 13 German wine regions grew disproportionately by 26 percent. In Sweden, they grew by 27 per cent from 2015 to 2020 and in Denmark, sales tripled over the same five-year period. In Finland, where rosés have only recently been discovered, they grew by 10 percent last year.

In addition to Finland, the future markets for rosés also include Poland, where they currently account for only five per cent of the total wine market yet show a growing trend.

In the Netherlands, as in Germany, rosé wines have been established on the market for some time and are only growing moderately in terms of sales. In 2020, they accounted for 13 percent of the total Dutch wine market, which corresponds to a slight increase of two percentage points compared to 2017.

An exception to this development is the export markets of China and Japan, where rosé wines still account for a very small share of wine consumption and where no major changes in the popularity of rosés have been observed to date.

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Rosé wines are in demand in many important wine exporting countries.